And publishers like Electronic Arts and Take-Two Interactive are leaving all of that potential money on the table.

FORBES: Video Game Industry Fails to Capitalize on March Madness

Activision Blizzard competes with game developers such as Electronic Arts, Take-Two Interactive Software and casual gaming mainstays such as Zynga.

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Ubisoft launched its Uplay service in 2009, initially offering online access to its own titles but later expanding its range to include games from Electronic Arts, Square Enix, Warner Bros Interactive and others.

BBC: uPlay